Chinese are not allowed to buy houses abroad. Immigration is the only legal way if the Chinese want to buy real estate or make any real estate investment abroad.
Who are Chinese real estate investors?
If Chinese residents want to buy houses or hotels overseas with Chinese nationality, their behaviors are classified as an overseas investment but not overseas consumption.
Overseas investment is strictly controlled in China. Domestic enterprises can invest overseas, such as building factories, mergers, and acquisitions, equity participation, or setting up subsidiaries. The procedures and operations of these businesses are clearly stipulated by law.
But for domestic residents, there are no other policies for overseas investment except those related to special purposes. The foreign exchange business that domestic residents can handle includes immigration, inheritance, and transfer of business and the newly launched participation in overseas listed companies.
Chinese Regulation to buying Real Estate Overseas
There are no regulations on investing and buying houses abroad. That is to say, the main restriction on Chinese investment in real estate abroad comes from the restriction on overseas investment, rather than the purchase of real estate itself.
Moreover, in recent years, China has seen tremendous volatility in overseas property investment. In a country with a population of 1.4 billion people, the market potential of overseas real estate investors in China is boundless.
In general, overseas investment returns are better than investing in China, so it is easy to understand why far-sighted companies are jumping out of investment opportunities.
Understand Chinese Real Estate Buyers Habits
In order to really start selling real estate to China, it is important to have a very thorough understanding of buyers’ buying habits. Gaining insight from what they are looking for across the various marketing platforms used throughout China can be very helpful in helping you to be successful in your conversion.
The key factor is that China’s answer is digital, with a net investment of 904 million people and an Internet penetration rate of 64.5%. Mobile internet users reached 896.9 million.
The entire investor ecosystem is based on online activities.
To Sell your Real-Estate to Chinese investor: Build a strong e-reputation
Large, reputable companies often think that they do not need to sell themselves in China, they are world-renowned and so they think that investors come to them. In fact, this logic in China does not work. China’s online environment is actually unique and is known as the “Great China Firewall.”
Digitalization in China is superior compared to the West. However, as we said China has its own Internet and platforms. No Google, but Baidu. No Facebook, but WeChat.
If you are not active on the Chinese platforms and you do not develop Chinese content, you will not appear in the Mandarin keyword search. This is a problem, even for big companies that attract large numbers of wealthy investors.
A real-estate Website in Chinese for Baidu
No matter how strong your reputation is in the rest of the world, remember that when your company enters China, you have to restart from zero. All your positive reviews are inaccessible to Chinese people due to the “Great firewall”.
Therefore, building a good Chinese website is very important, so that potential investors can understand more about your company’s situation and the type of property you provide.
Writing written content about your property on the various Chinese platforms is recommended to help establish your visibility and credibility.
Backlinks and PR are great marketing tools in China
These should include backlinks to your website to increase website traffic and to rank in the highest positions in search results. Backlinks & PR are still some of the most cost-efficient solutions when it comes to building your e-reputation in China and at the same time boosting your website ranking on Baidu. It helps to build Credibility and get more visibility.
Keep in mind that some overseas investors may not have the chance to see the property they are investing in. Therefore, it is crucial to provide a wide range of asset profiles with very concise details, so investors can understand better what they are getting.
The importance of online video in the real estate sector
Video is another great way to show what you’re providing and generate high-quality content. Videos, images, and your website should all be accessible from mobile phones because most Chinese use their mobile phone for all their web research. The above-suggested content can be sent directly to investors on a WeChat account.
The online video turns out to be one of the most used channels to satisfy the marketing strategies of companies and the simplest method for transmitting the information. Easier to consume than in-depth articles, they manage to capture the user’s attention thanks to short content. As these contents are immediate, they capture the user’s attention by facilitating the transmission of key information.
Rank first for Real Estate on Baidu
After you create a strong mandarin website, you need to start to increase your visibility. Baidu, the most popular search engine in China, is the most important starting point. Statistics show that if you do not appear on the first search page, you may lose 65% of your potential internet traffic.
Therefore, it is strongly recommended to invest in search engine optimization in order to rank well on the home page. Find the right keywords to help you generate interest in potential customers and optimize your website. For a Real SEO:
- Make sure the site has localized hosting and domain;
- Create ad hoc content in Chinese (simplified Chinese for Mainland China, traditional Chinese for Hong Kong and Taiwan);
- Do link building;
Consider SEM & PPC to get your first traffic
Cost-per-click and bids targeting, as well as constantly updating your landing pages while monitoring web traffic, are the keys to the success of Your First Search Page. Baidu ranks high in organic results, promoting the highest quality leads.
The Chinese website will be your “storefront desk” in China, and PPC is a great way of complementing the ongoing search engine optimization of real estate companies.
Baidu PPC is a great tool to use as the first step in your global marketing strategy. It gives you some credibility, if you can make Baidu ads, it means you are a real brand and this brings your first visitors to your website. In a second step, it will work great combine with a good SEO strategy.
As for Real estate, it would seem that Toutiao (Douyin sisters app) is a great app to advertise your properties.
Answer questions on Zhihu in an undercover way
Zhihu is the biggest Chinese platform for questions and answers. Thanks to its artificial intelligence programs, it just has high-quality content. 80% of users are well educated (has a degree or more), 30% are well paid (they earn 10.000 RMB per month) and 40% of users live in first or second-level cities. Users are mainly men. This makes it the perfect platform to address more aged and rich consumers and the best solution for B2B marketing.
By answering questions related to investment, real estate, financial regulations, and more, you add value for the readers, improve search engine ranking, and have the possibility to direct readers to your website. It is a good tool to increase brand awareness and to increase your conversion rate.
How can WeChat help to attract Chinese real estate investors?
When doing business in China, social media are very important. WeChat, Weibo, and Douyin (Chinese version of Tik Tok) are the most popular Chinese social media platforms. Being active on these platforms and sharing engaging content will help you to reach millions of potential buyers.
Among them, WeChat is indispensable as it is maybe the most popular one in China. It is advisable to become familiar with the internal operation of WeChat and its promotion methods.
By setting an official WeChat account, you will have direct contact with your audience. It will allow potential investors to keep receiving updates about your company.
For example, info about any new properties you provide can be shared in your official account and users can see them instantly, without even going to your website.
Reach out to Chinese real estate investor with Wechat Group Marketing
Then there are “WeChat Groups”, which focus on a specific area of interest and can have up to 500 people. Enter into these communities with exciting content to create interest. You can also consider creating your own WeChat Group.
Almost every website in China is accessible via QR code, so include your QR code on your WeChat account so that potential investors from your WeChat account can arrive on your website.
The highest-ranking in Baidu is the best way to produce qualified results; WeChat is the first step toward conversion.
If you are looking for real estate investors in China, contact Gma, and rely on our experience.
Gentlemen Marketing Agency is a digital marketing agency that is expert in helping foreign companies to establish or strengthen their position in China. We can help your brand increase sales in China, thanks to our services like:
- Baidu SEO&SEM
- Social Media
- KOL & Influencers
- E-commerce and cross-border e-commerce
Read more about Real Estate here:
- Real Estate: how to generate thousands of leads from China?
- One Step Beyond Lead Generation: Smart Real Estate Marketing in China — Update 2020
- How are Chinese property developers handling the Covid-19 crisis? (why you should follow their lead)